Mumbai: Etude, the globally admired Korean beauty brand, hosted an experiential evening at Soraia Bombay in Mahalakshmi to unveil its first India-exclusive Fixing Tint shades. Designed in Korea and co-curated with Etude’s India Brand Ambassador Palak Tiwari, the three new hues reflect Indian beauty sensibilities and celebrate the cultural stories behind colour. The collection introduces Mocha Mantra, Nude Noor and Sufi Red, each created specifically for Indian skin tones.
The two-hour event brought Korean innovation and Indian aesthetics together in an immersive setting. Guests were welcomed by the soothing soundscape of a live sitar performance, setting a culturally rich tone for the evening. Interactive beauty experiences enhanced the atmosphere, from a Gajra Station featuring fresh mogra flowers to a Henna Bar, Bangle Bar, and a Shades Station where attendees could explore and swatch the new shades.
Palak Tiwari headlined the event as the star guest, engaging with attendees in personalised consultations and shade-matching sessions. Her presence reinforced the collaborative spirit behind the collection, bridging Korean beauty philosophy with India’s diverse colour narratives.
“Co-curating these shades with Etude has been such a meaningful experience,” said Tiwari. “We wanted colours that feel real, wearable and true to the beauty we see every day in India. Seeing them come alive tonight, through the culture, the energy and the people -was incredibly special.”
Paul Lee, Country Head, Pacific India, highlighted the significance of the launch. “This collection represents Etude’s deepening connection with India. Creating shades in Korea specifically for Indian preferences reflects how seriously we value this market. Tonight’s experience beautifully brought together the spirit of Seoul and the soul of India.”
Mini Sood Banerjee, Deputy Director & Head of Marketing, Etude India, added that the event was designed with the Indian consumer at its core. “Every element, from the cultural touchpoints to the personalised shade stations, was crafted to celebrate individuality. We are excited to continue creating beauty moments that feel inclusive, joyful and authentically Indian.”
The launch marks a milestone for Etude in India, showing a deeper understanding of local beauty aspirations and a commitment to product innovation tailored to Indian consumers.